The 2016 Wiley Society Membership Survey What You Need to KnowBill DeluiseVice President, Society Strategy & Marketing, WileyDavid NygrenVice President, Research Insights, Wiley

Agenda

1. Membership survey at-a-glance

2. Membership status: reasons for belonging (and not belonging)

3. Content. Community. Career.

4. Needs-based membership

5. Your Questions (Feel free to ask question throughout)

1.

Bill Deluise Vice President of Society Strategy and Marketing

Membership Survey

At-a-glanceMembership

Surveyat a glance

145countries

12,897participants

20+disciplines

5

Europe, 28%

APAC, 14%

Americas, 13%

United States, 13%

Africa, 13%

Central Asia, 10%

Middle East, 9%

In which region are you located?

Source: q33

The regions are well-represented, with the largest number being from Europe

*Respondents are from 145 different countries

Middle East, 9%

Europe; 28%

APAC; 14%

United States; 13%

Americas; 13%

Central Asia; 10%

Africa, 13%

Locations

6

Many different workplaces are represented, with over one-third at a university or college

University or Col-lege, 35%

Hospital / Healthcare; 15%Student, 10%

Research Insti-tution; 9%

Government org., 7%

Self employed; 7%

Corporation, 6%

Non-Profit, 3%Society or association, 1%

Workplace

*Those Age <=30 are more likely to be a student (31% vs. 5%) and less likely to work at a university or college

*Those who Produce Research are more likely to work at a university (47% vs. 17%) and less likely to work in a hospital/healthcare (10% vs. 22%)

*Those in the United States are less likely to work at a university or college (28% vs. 37%)

7

71+; 2%

61 - 70; 8%

51 - 60;

17%

41 - 50; 21%

31 - 40;

28%

21 - 30; 22%

AgeHalf of respondents are under 40 years old, with a mean of 42.1 years

*Those in the United States are older (47.7 vs. 41.3 years)

8

More Less Support Research (226) Produce Research (214) Academics (207) Students (192) Europe (191)

Corporate (122) Government (131) Hospital (143) APAC (155) ME/Af (163)

Less than once a month; 4%

Once a month, 8%Two to

three times a month,

16%

Once a week, 12%

Two or three times a week, 29%

Daily; 31%

Other, 1%

How often do respondents read journal content

Nearly one-third who consume research do so daily; the average is 170 times per year

Per yearNote: Among those who consume research (n=9745)

9

MemberMore Less US (71%) Age 51+ (71%) Hospital (70%) Read Daily (66%) Produce Research (65%) Academia (64%) Support Research (62%)

Age <=30 (31%) Read Monthly (38%) Students (42%) Corporate (44%) Central Asia (46%) Government (53%)

Not now and have

never been a member;

21%

Not a member, but have

been in the past; 13%

Member; 58%

Not sure; 7% Other ; 2%

Respondents who are membersOver half are a member of a society or association, more so for older and US-based

10

Many different disciplines are represented, led by Medicine and Physical Sciences

*Those in the United States are more likely to be in Social Sciences (12% vs. 6%) and Nursing (9% vs. 3%), but less likely to be in Medicine (7% vs. 16%)

*Those in Europe are more likely to be in Medicine (20% vs. 12%)Medicine

Healthcare

Education

Life Sciences

Psychology

Nursing

Computer Science and IT

Veterinary medicine

Ecology and Evolution

Law and Criminology

Aquaculture

0% 5% 10% 15% 20%

15%10%

8%8%

7%7%

6%5%

4%4%4%

3%3%

2%2%2%2%2%

1%1%1%

5%

Industries represented

2.

Membership status: reasons for belonging (and not belonging

Yes, 58%

No, and never have been, 21%

No, but have been in the past, 13%Not sure, 7%

Other, 2%

Other

I don't think there is any value in joining

I've never had a reason to join

I can get the benefits elsewhere

I've never been invited to join

I don't know what is available in my field

It never occurred to me to join one

The cost is too high

0.39

0.05

0.16

0.07

0.04

0.23

0.26

0.35

Membership status and reasons for not belonging

n=12,897 Among those who do not belong (n=2677)

1 - Not at all likely 2 - Not very likely 3 - May or may not be

4 - Likely 5 - Very Likely

8%12%

32% 34%

14%

Over 51 years oldBased in Europe

Have never been a member

Under 30 years oldBased in Central AsiaLapsed members

Likelihood of joining

Other

It is a requirement for my job/profession

I am in a leadership position within the organization

The mission of the society or association

Be among like-minded peers

I feel connected to the community

This is the first year I'm a member

I receive a good value for the price of membership

Receive the society or association's journals

Attend the society or association's conference(s) or event(s)

0.03

0.28

0.16

0.38

0.41

0.56

0.03

0.29

0.49

0.59

Reasons for renewing

Fees/Expenses

Retired

Found another society to join

Mission of the organization changed

Lack of communityLack of professional value

Lack of communicationLost funding source

0.02

0.02

0.1

0.13

0.120.15

0.230.36

Reasons for leaving

3.

ContentCommunityCareer

David NygrenVice President, Research Insights, Wiley

Segment by needs & motivations

Leaders Careerists

Climbers

Learners

?

v

v

-13%

• Highly Engaged• Higher member acquisition & retention• More share of wallet• Less price resistance• Positive word of mouth• Reduced service costs

Actively DisengagedMore costly to keep

Spends less over timeNegative word of mouth

Gallup: “Why Customer Engagement Matters So Much Now” Susan Sorenson and Amy Adkins, 6/2014

Customer Experience Leaders Outperform the MarketImpact of customers who love you and customer who don’t

• +23%

I’m really happy with my membership – you give me everything I need in the way I need it:

high quality content,

prestige,

annual meetings

and a connection to my community.

I’m actively engaged and very satisfied.

““

millennial membership pipelinefind, engage and nurture future leaders

Drag picture to placeholder or click icon to add

How do we understand these new and potential members?

82 million & growingAges 15-35$2.4 trillion spending powerLargest new member potential

Digitally drivenSocial equality & diversityConfident $ dependentOpen mindedChallenges the status quo

What we know

Ongoing educationMentors & expertsLeadership opportunitiesConnected community

DEMOGRAPHICS GENERAL ATTITUDES BASIC WANTS & NEEDS

• Life circumstances• Motivations• Life goals• Tech preferences• What could make them want to join

• Attitudes towards your Society/Association• Goals when interacting with your society• Common questions they ask you• Top three likes or dislikes

Wiley MRC Customer Experience B2C Persona Template 2015, Petra Steriti

What we know less about

ATTITUDES & GOALS WHAT’S HAPPENING IN THEIR LIFE

• How they make decisions• Why they make decisions• What issues and challenges they face• How they define success

• What services and experiences matter to them

• How they want to use your services• What it means to be part of a

community

What we know less about

DECISION MAKING PROCESSES WHO WANTS WHAT; WHY & HOW

Methodology

• Factor Analysis, K-means Cluster Analysis, ANOVA and Perceptual Mapping

• 95% confidence threshold

Medicine

Healthcare

Education

Life Sciences

Psychology

Nursing

Computer Science and IT

Veterinary medicine

Ecology and Evolution

Law and Criminology

Aquaculture

0% 5% 10%

15%

20%

15%10%

8%8%

7%7%

6%5%

4%4%4%

3%3%

2%2%2%2%2%

1%1%1%

5%

Industries represented

Traditional Approach Customer Strategy Outcomes of Customer Strategy

Communications One size fits all Highly personalized and targeted communications for each member segment & persona

Better response rates & deeper engagement with future leaders

Cultivating new members

Single touch campaigns Multi-touch campaigns mapped to each step in the decision-making process

Improved conversions from potential member to member

Marketing strategy Channel-specific strategies

Integrated digital strategy that weaves an connected story across all channels & parts of the journey

Increased awarenessBetter engagementConsistent experienceMember retention

Service & offering development

Begin with the product & market sizing for opp

Start with the member needs and challenges & develop responsive solutions

Meaningful experience and deep engagement

Customer strategy results in happier, more satisfied & engaged members who want to grow their relationship with you.

I’m really happy with my society membership – you give me everything I need in the way I need it:

Leadership seminars & online certifications

Online mentorship program & emerging leader initiative

Annual meetings & mentorship events

and a connection to my community.

I’m actively engaged and very satisfied.

““

4.

Needs-based membership

Bill Deluise Vice President of Society Strategy and Marketing

Con

tent

Com

mun

ityC

aree

r

Job requirementReceive funding

Access discountsColleague recommendation

Job openingsPrestigious organization

Support journalMission is important

NetworkingSupport study of discipline

Attend eventsPart of community

Access to standardsExpert advice

Professional developmentKeep up to dateAccess journals

Continue learning

24%28%25%27%32%34%

31%45%45%49%51%53%

38%47%51%50%55%64%

44.9548.2649.49

52.0153.79

57.37

54.0667.4967.6669.3270.8572.56

60.5768.0669.9569.97

72.7378.25

Young professionals program

Social Media engagementMentorship program

New programs and offeringsGeographic diversityMission-driven marketing

Leaders Learners Climbers Careerist

5.

Your Questions

Bill Deluise Vice President of Society Strategy and Marketing

David NygrenVice President, Research Insights, Wiley

Thank you

Stay tuned for more content on the 2016 membership survey and further

webinars in the Society Briefings serieshttps://hub.wiley.com/community/exchanges/discover/